It’s no secret that actionable insight is quickly becoming the deciding factor in whether or not a company is able to adapt to customer sentiment. Surveying is the most direct method of collecting this feedback, but many brands are unsure of where to start.
Vinay Khetarpal, Sales Executive at Inquisium, discussed the benefits of real-time data access during his presentation, titled “Delivering Solid Customer Experiences Through Better Feedback,” at the 2015 Engagement and Experience Expo.
A division of Cvent, Inquisium provides companies with actionable insight data upon which they can build better customer experience. Khetarpal noted that a 5% increase in customer retention can translate to an increase in profitability of up to 75%, underlining the importance of being immediately responsive to customer feedback.
The software has found a niche in the middle ground between survey tools that are simple but easy-to-use, and those that are exceedingly detailed, yet require a full-time consultant to operate.
“On one side, you have these entry level tools that are free or cheap,” Khetarpal added. “These programs give you a good data set one time, but don’t look at trends in the data, and don’t allow you to effectively dig into it. On the other end, you have the complex providers which require you to have a programmer on staff to help operate the system. We like to straddle that line between giving you a do-it-yourself survey tool, and also providing consulting support to help you, as a marketer, really dig deep into the Voice of the Customer.”
In addition to analyzing customer insight, Inquisium enables users to boost customer experience through the use of internal training measurement. The program allows managers to monitor employee effectiveness in an effort to encourage productivity through increased employee engagement.
Perhaps one of the most important features of Inquisium surveys is the ability to filter data by individual customer.
“In our program, you’re able to look at a contact and see the customer’s responses to surveys over time,” Khetarpal said. “This lets you look at a customer’s journey from when they learned about your organization, through the implementation process, up until they leave. You can see all of their survey touchpoints and map out where that drop-off might have happened.”